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Cloud computing is clearly one of today’s most enticing technology areas due, at least in part, to its cost-efficiency and flexibility. However, despite the surge in activity and interest, there are significant, persistent concerns about cloud computing that are impeding momentum and will eventually compromise the vision of cloud computing as a new IT procurement model. In this paper, we characterize the problems and their impact on adoption. In particular, we argue that with continued research advances in trusted computing and computation-supporting encryption, life in the cloud can be advantageous from a business intelligence standpoint over the isolated alternative that is more common today.